“When you spend $2 billion on marketing, not having the confidence or line of sight into how this mass of spend is performing can cost as much as tens of millions of dollars each quarter in wasted ad spend and lost productivity.”
Fortune 50 Technology Company
Results
$10M+
estimated quarterly savings
100%
compliance with content and campaign taxonomy and metadata standards
80%
reduction in time spent on data quality processes
Background
Marketing Complexity
Company invests 2 Billion dollars annually across the marketing organization, which included a complex stack of marketing software involving more than 20 systems.
The tech stack supports hundreds of individuals creating content and campaigns for multiple segments and functions of the business. Not only were individual contributors inputting content one record at a time in the CMS, DAM and other platforms, but there was also no taxonomy or metadata governance for asset tagging. Leaders needed a new way of managing critical information assets, including a system to standardize and centralize taxonomies and metadata while remaining in sync with the current marketing ecosystem.
The Challenge
Unreliable Data
The current marketing ecosystem, despite supporting a variety of business needs, was complex and required dozens of people working over a period of several weeks to create basic marketing reports.
The lack of a common, standardized way of creating and tagging content resulted in fragmented information across systems, teams, and marketing activities – ultimately creating unreliable data. This impacted the company’s content management process by creating content creation inefficiencies, asset retrieval issues, and wasted dollars replicating content. For other teams, unreliable data meant that campaigns couldn’t be addressed, assessed, measured, or adjusted in real-time. Obscured insight into the impact of marketing activities and spend were estimated to cost the company tens of millions of dollars each quarter.
"Claravine helps our teams define and apply quality metadata to our content and paid media campaign activations resulting in $10M+ quarterly savings in team productivity and wasted ad spend."
Fortune 50 Technology Company
Solutions and Results
Content and Campaign Data Management
Content Data Management
Using a centrally managed, common taxonomy spanning multiple teams, Claravine enforced consistent content tagging and classifications, ensuring experiences had consistent metadata before the content was published or a campaign went live.
Automating validation for pages, marketing tags, data readiness, and a centrally managed data flow across their marketing ecosystem resulted in an 80% reduction of time spent on data quality processes. The new automated content creation workflow also helped create a drastic improvement in efficiency across teams, including the time to gather and present data for executive reporting.
Campaign Data Management
In addition to content data management, Claravine helped the company address the challenges experienced by their paid media campaign teams. Automated cross-platform data standard enforcement resulted in 100% compliant tracking codes and data formats.
Additionally, governed data formats improved the accuracy of analytics reports and unified cross-channel insights. It also allowed marketing teams to develop richer, more targeted audience profiles while improving content performance.
Overall, more personalized experiences and increased digital engagement were achieved because of richer data to make improved business decisions. Real-time insights on marketing initiative performance have contributed to improved decision making, investments, and team efficiency.
